As the digital out-of-home (DOOH) channel continues to gain prominence as part of brand marketing strategies, last week’s CPG DOOH Day 3.0, hosted by DPAA and Quotient, brought together industry experts and showcased state-of-the-art campaigns from Mondelēz, Danone, MilkPEP and other leading brands.
Keep reading to learn the top takeaways, or click the button below to watch the inspiring webinar.
Innovations in DOOH Advertising
Throughout the many informative sessions at CPG DOOH Day, one concept took center stage—innovation. It’s clear that the DOOH industry is innovating rapidly alongside technological advancements. DOOH is becoming increasingly programmatic, with dynamic creative becoming a campaign staple.
“We as an industry are getting smarter about how we can dynamically rotate creative. We have different programmatic triggers based upon the weather, the time of the day, the score of the New York Knicks basketball game. I think there’s a tremendous amount of innovation in that space.”
MATT KREPSIK, CEO OF QUOTIENT
Improved measurement is another factor leading more brands to embrace DOOH. New measurement capabilities make it possible for advertisers to measure campaign results down to the granular sales level, enabling them to understand and optimize campaign performance.
“In the past, we always thought about OOH as being an awareness-driving medium, but we have opportunities now to measure things specifically… You could have a billboard on a highway that traditionally would have been thought of as a brand awareness-driving message, but if we deploy the right data in measuring that billboard advertising, then you can determine how it contributed to sales.”
JESSICA CHAPPELL, SVP, DIRECTOR OF DIGITAL & OOH AT EVERGREEN TRADING
Want to learn more about other innovations in DOOH and campaign strategies from top brands? Click the button below to watch the webinar.